The document discusses a case study on the diffusion of screw-on wine caps in the United States compared to Australia and New Zealand. It analyzes why screw-on caps were more successfully adopted in Australia and New Zealand using the concept of "co-opetition", where wine producers cooperated with competitors. The summary evaluates screw-on caps using Rogers' model of innovation attributes and Ram and Sheth's barriers to adoption, finding issues with perceived relative advantage, risk, tradition, and image barriers in the US. It argues co-opetition between US wine producers could have overcome these barriers and led to greater adoption of screw-on caps.
IMC 612 How the Green Wine Industry Influences Consumer BehaviorStephanie Marchant
As awareness of the consumers about environmental issues increases, the impact on their life-style, buying behavior, consumption pattern and purchasing habits is also changed in order to help improve the environment. Corporate strategies of environmental marketing include green advertisement, consumer willingness to pay more for green products, recycled products, biodegradable packaging, and eco-friendly labeling.
Consumers' attitude towards look-alike packaging in Bangladesh- A study on E...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This study aims at describing controversial messages in advertising, and analysing the consumers‟ attitudes towards it. For this research, both primary and secondary sources were used, as we collected data from three focus groups, as well as information from the media concerning the advertising campaigns used. Said campaigns are: United Colors of Benetton “UNHATE”, Sisley “Fashion Junkies”, and a sample of some American Apparel advertisements. Through this research, we elaborated the relationship between the messages carried by controversial advertisements and the decisions taken by consumers. Our findings show that the outcomes and impact of
controversial advertisements are hardly predictable, but they are influenced by the content of the message and the way it is presented. We also present a link between the consumers' decision-making process and their attitudes, together with how
controversial advertisements impact those attitudes and reactions towards a brand or its products.
Connected Economists is a brand new economics magazine, written by students for students. The four editors, all current A-Level students from schools across the UK, have created this free magazine for the benefit of other like-minded students to educate, entertain and inform with a wide range of articles, book reviews and interviews with leading economists. Articles have been kindly contributed by students from around the world, creating a truly global perspective
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
J. Ottman Consulting Green Paper: Strategies, Tools, and Inspiration for Sustainable Brands Moving Sustainability Forward A Road Map for Consumer Marketers
Journal Entry Instructions You are required to read the .docxcroysierkathey
Journal Entry Instructions
You are required to read the attached articles and do a journal. The
objectives of doing the journals are to organize thoughts and think
critically. The journal entry on each article should consist of :
(a) Summary AND analysis of the content of the article (using bullet
points is fine).
(b) Critical thinking related to the article (e.g., criticism AND examples).
(c) One good question to raise in the class ( Prepare your own answer
for the class).
Please make sure you have ALL three sections for each journal entry (a,
b, and c). Each section should have a minimum of 220 words.
The Elusive Green Consumer
On the surface, there has seemingly never been a better time to launch a sustainable
offering. Consumers—particularly Millennials—increasingly say they want brands that
embrace purpose and sustainability. Indeed, one recent report revealed that certain
categories of products with sustainability claims showed twice the growth of their
traditional counterparts. Yet a frustrating paradox remains at the heart of green business:
Few consumers who report positive attitudes toward eco-friendly products and services
follow through with their wallets. In one recent survey 65% said they want to buy purpose-
driven brands that advocate sustainability, yet only about 26% actually do so.
People are influenced to install solar panels by near neighbors who have done so.
Narrowing this “intention-action gap” is important not just for meeting corporate
sustainability goals but also for the planet. Unilever estimates that almost 70% of its
greenhouse gas footprint depends on which products customers choose and whether they
use and dispose of them in a sustainable manner—for example, by conserving water and
energy while doing the laundry or recycling containers properly after use.
We have been studying how to encourage sustainable consumption for several years,
performing our own experiments and reviewing research in marketing, economics,
and psychology. The good news is that academics have learned a lot about how to align
consumers’ behaviors with their stated preferences. Much of the research has focused on
public interventions by policy makers—but the findings can be harnessed by any
organization that wishes to nudge consumers toward sustainable purchasing and behavior.
Synthesizing these insights, we have identified five actions for companies to consider: use
social influence, shape good habits, leverage the domino effect, decide whether to talk to the
heart or the brain,and favor experiences over ownership.
Use Social Influence
In 2010 the city of Calgary, Alberta, had a problem. It had recently rolled out a program
called grasscycling, which involves residents’ leaving grass clippings to naturally
decompose on a lawn after mowing, rather than bagging them to be taken to a landfill. The
city had created an informational campaign about the program that highlighte ...
One first-timers learnings from the Sustainable Brands conference 2013, San Diego. A "Sustainability 101" for the uninitiated or those looking for a refresh.
Handoo, v tamu 2015, influence of product packaging on consumer preferenceVanshaj Handoo
This is a literature review paper for summarizing the influence of product packaging on consumer preferences in selecting a product. Key attributes of packaging such as color, shape and imagery is discussed and a conclusion based on the literature review is provided along with the scope for future research
IMC 612 How the Green Wine Industry Influences Consumer BehaviorStephanie Marchant
As awareness of the consumers about environmental issues increases, the impact on their life-style, buying behavior, consumption pattern and purchasing habits is also changed in order to help improve the environment. Corporate strategies of environmental marketing include green advertisement, consumer willingness to pay more for green products, recycled products, biodegradable packaging, and eco-friendly labeling.
Consumers' attitude towards look-alike packaging in Bangladesh- A study on E...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This study aims at describing controversial messages in advertising, and analysing the consumers‟ attitudes towards it. For this research, both primary and secondary sources were used, as we collected data from three focus groups, as well as information from the media concerning the advertising campaigns used. Said campaigns are: United Colors of Benetton “UNHATE”, Sisley “Fashion Junkies”, and a sample of some American Apparel advertisements. Through this research, we elaborated the relationship between the messages carried by controversial advertisements and the decisions taken by consumers. Our findings show that the outcomes and impact of
controversial advertisements are hardly predictable, but they are influenced by the content of the message and the way it is presented. We also present a link between the consumers' decision-making process and their attitudes, together with how
controversial advertisements impact those attitudes and reactions towards a brand or its products.
Connected Economists is a brand new economics magazine, written by students for students. The four editors, all current A-Level students from schools across the UK, have created this free magazine for the benefit of other like-minded students to educate, entertain and inform with a wide range of articles, book reviews and interviews with leading economists. Articles have been kindly contributed by students from around the world, creating a truly global perspective
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
J. Ottman Consulting Green Paper: Strategies, Tools, and Inspiration for Sustainable Brands Moving Sustainability Forward A Road Map for Consumer Marketers
Journal Entry Instructions You are required to read the .docxcroysierkathey
Journal Entry Instructions
You are required to read the attached articles and do a journal. The
objectives of doing the journals are to organize thoughts and think
critically. The journal entry on each article should consist of :
(a) Summary AND analysis of the content of the article (using bullet
points is fine).
(b) Critical thinking related to the article (e.g., criticism AND examples).
(c) One good question to raise in the class ( Prepare your own answer
for the class).
Please make sure you have ALL three sections for each journal entry (a,
b, and c). Each section should have a minimum of 220 words.
The Elusive Green Consumer
On the surface, there has seemingly never been a better time to launch a sustainable
offering. Consumers—particularly Millennials—increasingly say they want brands that
embrace purpose and sustainability. Indeed, one recent report revealed that certain
categories of products with sustainability claims showed twice the growth of their
traditional counterparts. Yet a frustrating paradox remains at the heart of green business:
Few consumers who report positive attitudes toward eco-friendly products and services
follow through with their wallets. In one recent survey 65% said they want to buy purpose-
driven brands that advocate sustainability, yet only about 26% actually do so.
People are influenced to install solar panels by near neighbors who have done so.
Narrowing this “intention-action gap” is important not just for meeting corporate
sustainability goals but also for the planet. Unilever estimates that almost 70% of its
greenhouse gas footprint depends on which products customers choose and whether they
use and dispose of them in a sustainable manner—for example, by conserving water and
energy while doing the laundry or recycling containers properly after use.
We have been studying how to encourage sustainable consumption for several years,
performing our own experiments and reviewing research in marketing, economics,
and psychology. The good news is that academics have learned a lot about how to align
consumers’ behaviors with their stated preferences. Much of the research has focused on
public interventions by policy makers—but the findings can be harnessed by any
organization that wishes to nudge consumers toward sustainable purchasing and behavior.
Synthesizing these insights, we have identified five actions for companies to consider: use
social influence, shape good habits, leverage the domino effect, decide whether to talk to the
heart or the brain,and favor experiences over ownership.
Use Social Influence
In 2010 the city of Calgary, Alberta, had a problem. It had recently rolled out a program
called grasscycling, which involves residents’ leaving grass clippings to naturally
decompose on a lawn after mowing, rather than bagging them to be taken to a landfill. The
city had created an informational campaign about the program that highlighte ...
One first-timers learnings from the Sustainable Brands conference 2013, San Diego. A "Sustainability 101" for the uninitiated or those looking for a refresh.
Handoo, v tamu 2015, influence of product packaging on consumer preferenceVanshaj Handoo
This is a literature review paper for summarizing the influence of product packaging on consumer preferences in selecting a product. Key attributes of packaging such as color, shape and imagery is discussed and a conclusion based on the literature review is provided along with the scope for future research
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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Case Study One Itec 5550
1. Co-Opetition as an Innovation <br />To Aid in the Diffusion of Screw on Wine Caps in the United States<br />Jessica Hollon<br />University of Wyoming<br />Overview of the Case Study<br />Garcia and Atkin’s case study focused on the resistant innovation of the screw on wine cap in the United States. They compare the diffusion of the screw on wine cap, or stelvins, in the United States with the diffusion of this innovation in Australia and in New Zealand. In both Australia and New Zealand, Garcia and Atkin attribute the diffusion of the stelvins to the co-opetition between wine producers in each of these two countries. Co-opetition being, “the strategy of cooperating with one’s competitors as a means of increasing technological diversity and improving innovation output” (Brandenburger & Nalebuff, 1996). This strategy was not used in the United States and Garcia and Atkin theorize that this is why the screw on wine cap is still a resistant innovation in our country.<br />Focus of Evaluation<br />By evaluating the Garcia and Atkin case study using Roger’s model of perceived attributes of innovations (relative advantage, compatibility, complexity, triability, and observability) and Ram and Sheth’s barriers that prohibit consumers from adopting an innovation (usage, value, risk, tradition, and image barriers) I will point out that while a screw on wine cap is still a resistance innovation in the United States, it could be an innovation adopted by the majority of consumers if marketing strategies were utilized in a co-opetition format.<br />Evaluation <br />The screw on wine cap is not perceived as a relative advantage in the United States. Rogers (2003) states that “for an innovation to have a relative advantage is does not necessarily mean that the innovation is of objective advantage, but that an individual perceives the innovation as advantageous “(p.15). The consumers in the United States did not see the screw on cap as an advantage because they were not educated by wineries to the fact that the screw on cap could keep the wine from oxidizing, or that it could eliminate cork taint; therefore they were skeptical of its usefulness. <br />Evaluating this same concept of screw on caps not being a relative advantage to consumers using the Ram and Sheth model of innovation barriers, this problem would fall under the risk barrier category. Ram and Sheth (1998) define risk barriers’ as “becoming relevant when customers are uncertain about physical risks, economic risks, functional risks, or social risks from using a product.” I believe that the risk these consumers were facing was the functional risk, and also the social risk. They had no background knowledge of the functional advantages of screw on caps, and also “most US wine consumers associate the screw on cap with inexpensive jug wines (Garcia & Atkin, p. 5) making it social risks as well.<br />There is also the problem of the screw on cap not being compatible with the past experiences of wine connoisseurs. Compatibly is defined as “the degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters” (Rogers, 2003, p. 15). In the past wine has largely been associated with a corked top, so for consumers to make a new association on their own, without marketing to help them, is difficult. This is also an example of a tradition barrier. Ram and Sheth (1989) point out that “tradition barriers occur when an innovation requires a consumer to deviate from established traditions.”<br />The complexity of this innovation is actually less complex then the cork. To unscrew a lid is not difficult, in fact most consumers use this type of lid in many other household products, many more then have corks. Therefore, the complexity, or “the degree to which an innovation is perceived as difficult to understand or use,” (Rogers 2003) is really less in the case of the screw on lid then of the cork. <br />However, there is a huge image barrier when it comes to the screw on lid for wine. Ram and Sheth (1998) define an image barrier as “occurring when a consumer associated an unfavorable image with a product.” As pointed out previously in this paper, the majority of the consumers in the United States associate the screw on cap with inexpensive, low quality wine. <br />In regard to Rogers (2003) triability, or “the degree to which an innovation may be experimented with on a limited basis,” (p.16) I do feel as though consumers could buy a bottle of wine they had previously bought with a cork, and try it with a screw on cap. However, later in this paper I will mention some possible additions to the co-opetition process, one of which is putting screw on caps on high priced wine to show that it is not just for lower end products. In this instance the triability of the product would go down, because a consumer may not be willing to spend a lot of cash on a product if they are unsure that the screw on cap will have the same effect of the cork, which they prefer.<br />The major advantages of the screw on cap innovation are not visible with the human eye, the customer has to buy the product, and try it. For this reason the screw on cap is not an innovation with great observability. Observability is defined by Rogers (2003) as “the degree to which the results of an innovation are visible to others” (p. 16). The results of less oxidation and no cork taint are not visible which a problem is for consumers who are not educated on the advantages. <br />Using Co-opetition as an Innovation<br />An innovation is defined as “an idea, practice, or object perceived as new by an individual or other unit of adoption” (Rogers, 2003, p. 36). Therefore, the practice of co-opetition, “the strategy of cooperating with ones’ competitors as a means of increasing technological diversity and improving innovation output” (Bradenburger & Nalebuff, 1996) can be viewed as an innovation in and of itself. It is an innovation that was not used by the United States wine producers, but was used by the Australian and New Zealand wine producers who were much more successful in diffusing the innovation of screw on wine caps.<br />I believe that had the United States wine companies worked together in a form of co-opetition, the screw on wine cap would have been more successful. The cap is an innovation with relative advantage over a cork, as well as being not complicated to use. Had the US wine companies formed a marketing strategy together where the consumers were educated on the advantages, as well as employed strategies through multiple communication channels, given time and much marketing effort the social connotation of screw cap wine being “cheap” may have been dismissed. I believe they will need to form a united front for the consumers to come around. They may also try what the case study suggested, putting the screw on cap on high priced wine. I however see a disadvantage to this. <br />The disadvantage may be, that in the beginning consumers who can and would buy the higher priced wine, may chose not to because they are not totally sold on the screw on lid and are not willing to potentially waist that much money on it. However, if screw on lids were put on mid priced wines of all US brands, the consumers would begin to see that the lid is what most brands are going with, and would then be the change agents the companies need for diffusion. These consumers could become opinion leaders, who are “individuals who lead in influencing others’ opinions” (Rogers, 2003, p. 300). <br />Ultimately I believe that the target audience in the United States to start the diffusion of the screw on cap of wine would be the consumers who on a regular basis by mid-priced bottles of wine. Once these wines start to sell, consumers of high priced wine would likely be more open to the cap as well. I do not believe even this marketing strategy alone will be successful if co-opetition is not utilized. If consumers are getting differing messages from different companies they will likely go with their comfort level and past experience- the cork. <br />Personal Reflection<br />After analyzing this case, I have learned that even though an innovation may seem great on paper, it does not always diffuse. I think that the relative advantage of a screw on lid is high, but that a cork is traditional. It is hard for even the most influential companies to change peoples' feeling on issues that deal with heavy connotation and are rooted in tradition. When discussing changing something that is traditional to most people, I would only assume you would come up against a lot of opposition.<br />Brandenburger, A. M. & Nalebuff, B. J. (1996). Co-opetition: a revolution mindset that combines competition and cooperation: The game theory strategy that’s changing the game of business. New York: Doubleday.<br />Garcia, R. & Atkin, T. ( ). Co-opetition for the diffusion of resistant innovations: A case study in the global wine industry. Institute for Global Innovation Management.<br />Ram, S. & Sheth, J. N. (1989). Consumer resistance to innovations: The marketing problem and solution. Journal of Consumer Marketing, 6(2), 5-14.<br /> <br />